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BizReport : Search Marketing : January 15, 2008

Consumers crave online CPG product information

Many consumers are actively searching for CPG product information online, according to a survey by lead-generation firm Prospectiv, but a surprisingly high number say they often cannot find the information they are seeking.

by Helen Leggatt

prospectiv%20logo.gifConsumers are looking for CPG product information online before they hit the stores. In fact, 40 percent of those surveyed said that the Internet influenced their purchasing decisions on a daily basis. A number which, says Jere Doyle, Prospectiv's president/CEO, is “kind of astounding”.

However, an astonishing 67 percent of consumers said they were unable to find branded CPG product information. When asked which tools they would most likely use, if available, 27 percent said e-newsletters, 25 percent cited search tools and 14 percent said shopping websites and branded product websites.

“CPG sites are some of the best out there. They're rich in product and health information, lifestyle and recipe tips, and ideas and activities for families. But they are also walled gardens, and marketers need to find ways to open the gates for visitors,” writes Emma McKeithen on the Official Google CPG Blog.

“Whether it's optimized search, a YouTube channel, or offline media that drives consumers online, it's important to give people the tools to find and spend time with your brand - before they head to the store.”

Tags: branded website, consumer packaged goods, CPG, product information, purchase decision

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